The Parisian house is once again approaching construction games to decorate the facades of its stores for the end-of-year celebrations, a key period in the brands’ commercial strategies.
Louis Vuitton celebrates Christmas with LEGO.
Let the holiday season begin. Last year, Louis Vuitton’s Christmas activations were overshadowed by the death, a few months earlier, of its artistic director Virgil Abloh. The shops intended to pay homage to the memory of the creator and were adorned in particular with the inscription “Virgil was here”.
This year, the atmosphere could not be more festive. While the Harrods department store has entrusted all of its Christmas decorations to Dior, Louis Vuitton has enhanced its windows thanks to the toy giant LEGO. Worldwide from October 29 to 1er January, the brand’s stores are adorned with legendary little bricks through various scenographies. The designs were imagined by the house’s Visual Image Studio and produced by the construction brand’s team of experts.
The flagship house of LVMH wanted to highlight the Parisian monuments, from the Eiffel Tower to the Arc de Triomphe via the Pont Neuf. In addition to these references to his hometown, Louis Vuitton has bet on his heritage by encrusting his legendary trunks. The packaging of the products has also been redesigned by adding the logo of the plastic parts company. At the end of the operation, all the bricks will be reused and distributed within the network of partner schools of LEGOenergizing the circular and green vision of the project.
A vector for attracting new generations and a guarantee of nostalgia for customers, this new merger for Christmas window displays bears witness to the lego luxification, which celebrates its nine decades of existence this year. While the brand has already unveiled a full-size Lamborghini Sián FKP 37, this collaboration with Louis Vuitton strengthens the link between the two entities in a decisive commercial period, when the aesthetics of store frontages has a decisive impact on the influx of potential customers.
At the end of December 2021, the house had already called on the company to design a cake for the 200th anniversary of the birth of its founder. Nearly 32,000 bricks had therefore been assembled to create a mounted piece, which included the portrait of Louis Vuitton, candles or even a few symbols such as the checkerboard, all housed in a tailor-made trunk.